《商务英语综合教程》课件Unit 4 Success

1、Unit 4 SuccessListening A successful business Discussion Sole brothers Reading Steve Jobs Language Review Present and past tenses Vocabulary Prefixes Skills Negotiating Case study Camden FCOverview The only place where success comes before work is in the dictionary.Vidal Sassoon 1928-2012Hairstylist

2、QuotationsVidal Sassoon was a British hairdresser, businessman, and philanthropist. Establishing himself in the US in 1965, he opened the first chain of worldwide hairstyling salons, complemented by a line of hair-treatment products that became an international brand.charismadedicationStarting upAWh

3、at makes people successful? Add more words to the list below. Then choose the five most important.driveimaginationlookslucknepotismruthlessnessdisciplinemoneyBTalk about a person you know who is successful. Why are they successful?charisma You say that someone has charisma when they can attract, inf

4、luence, and inspire people by their personal qualities. 魅力， 领袖气质 nepotism The unfair use of power in order to get jobs or other benefits for your family or friends. 优待亲戚，重用亲戚，裙带关系 exotic holidayschauffeur(s)influential friendsStarting upCWhat are the best indicators of an individuals level of succes

5、s? How important are the following in your culture?cosmetic surgeryexpensive jewelleryleisure activitiesdesigner clothestop-of-the-range car(s)pedigree petsdomestic helpluxury home(s)chauffeur The man or woman who is employed to take care of their car and drive them around in it. 司机top-of-the-range

6、carpedigreeIf a dog, cat, or other animal has a pedigree, its ancestors are known and recorded. An animal is considered to have a good pedigree when all its known ancestors are of the same type.A successful business is always making money and increasing its . .is often the market . .is moving forwar

7、d and interested in . .has a motivated . .has a loyal . base.has a world-famous . and an instantly recognized logo.issues . which are worth millions on the stock market. has its . in a prestigious location. has branches and . all over the world.treats its employees well and is . orientated.(以人为本 )St

8、arting upDComplete these statements using words from the box.LeaderworkforcecustomersubsidiariesbrandpeopleprofitinnovationheadquarterssharesprofitleaderinnovationworkforcecustomerbrandsharesheadquarterssubsidiariespeopleThe Swiss believed the quartz watch would lead to huge growth in the market. Ca

9、therine Ngs floor space increased by 1,400 sq ft by the end of the first year. In the short term she developed luxury goods. Products with time modules became more valuable. The company cut prices for all products. They started making more clocks and fewer watches. A4.1 Catherine Ng established an e

10、lectronic watch with six employees in 1979. The company now has over 500 employees. Listen to the first part of the interview and say whether these statements are true or false.ListeningA successful businessfalsetruetrue false falsetrue4.1 mp3What are the main factors of Catherine Ngs success? Visio

11、n and strategic planning; use of management tools such as SWOT analysis; use of the Internet for marketing; development of a customer relationship management system. What advice does she give people looking for success? Be well prepared; seize opportunities which arise; stay open-minded.B4.2 Listen

12、to the second part of the interview and answer the following questions. ListeningA successful business4.2 mp3Name of founderFounding dateType of productsChief Executive OfficeAWork in pairs. One of you reads about Puma below; the other reads about Adidas Saloman on page 155. Then use the points belo

13、w to give an oral summary of your text to your partner. DiscussionSole brothersDate of going publicSponsorshipDiversificationExpansionSimilaritiesDifferencesBDiscuss what the companies have in common, and how they are different. DiscussionSole brothersDiscussionSole brothersSimilaritiesBoth companie

14、s were founded by members of the Dassler family.Both companies are successful products of sports shoes.Both companies are listed on the Frankfurt stock exchange.Both companies have had their products worn and endorsed by famous sports stars.Both companies have had success and a change of direction a

15、fter new CEOs were appointed.Both companies are expanding worldwide.Both companies have kept sports shoes as their core product but have expanded into clothing and fashion goods.Both companies have had problems: Adidas in the early days and Puma after it went public.DiscussionSole brothersDifference

16、sAdidas is listed on the Paris stock exchange, whereas Puma is listed on the Munich stock exchange.Adidas has made a manufacturing and sales company but Adidas has changed into a marketing company and licenses products under the Adidas name.Puma has had success by using a website to sell its product

17、s. Puma has exploited links with a fashion designer to develop its range of products.Puma has used product placement in Hollywood movies as a marketing tool.Bill GatesChairman and Chief Software Architect of Microsoft Corporation, the worldwide leader in software. Born October 28 1955. Grew up in Se

18、attle, where his father is a lawyer. Began programming computers at the age of 13. Went to Harvard University, but left before graduating in order to devote his time to Microsoft, a company he began in 1975 with his friend Paul Allen. Married Melinda French Gates in 1994 and has three children. Give

19、s generously to charity through the Bill and Melinda Gates Foundation.ABefore you read the article say what you know about the following:ReadingSteve Jobs2.Steve JobsCo-founder of Apple. Former CEO of both Apple Computers and Pixar Animation Studios, famous for computer animated films such as Toy St

20、ory and Finding Nemo. Born February 24 1955 in Wisconsin. Adopted soon after birth by Paul and Clara Jobs and raised in Santa Clara, California. Helped popularize the concept of the home computer with the Apple II. Fired from Apple by John Sculley but later rejoined the company and turned its fortun

21、es around with the iPod. Married Laurene Powell in 1991 and has three children with her. Also has a daughter with Christine Brennan.ReadingSteve Jobs3.Tim Berners-LeeInventor of the World Wide Web and Director of the World Wide Web Consortium, which oversees its continued development. Born in London

22、 June 8 1955. Parents were both mathematicians who worked on the Manchester Mark I, one of the earliest computers. Graduated from Oxford University in 1976. Created the world wide web in 1991 and built the first server and web browser. Currently Chair of Computer Science at Southampton University. M

23、arried with two children.ReadingSteve Jobs1.Why were the following dates important? a)1976 b)1985 c)19972.What was Steve Jobs first success? BAnswer the following questions.ReadingSteve Jobsthe year Jobs and Wozniak started Applethe year Jobs was fired from Apple by John Sculleythe year Jobs rejoine

24、d AppleThe computer Apple I.3.What made him: a) a millionaire b) a billionaire 4.Why did he leave Apple? ReadingSteve JobsThe success of the computers Apple I and Apple II.The success of Pixar.He was fired by John Sculley.5.Why did he come back?6.How long did it take to turn Apple round?7.Why does J

25、obs think his latest venture will be a turning point for the music industry?8.Why do you think Steve Jobs is successful? ReadingSteve JobsWhen Apple was failing, he was invited back by the company.One year.It will change the way people buy music and will combat the pirating of music which is damagin

26、g the music industry.Answers might include his genius, vision, determination and confidence in his own ability and in his products.Complete the rules with the words present simple, present continuous, present perfect or past simple.We use the to describe actions and situations which are generally tr

27、ue: We sell our products into many markets.We use the to describe completed actions or events which took place at a particular time or over a period of time in the past: She telephoned me yesterday; He became Chief Executive in 2005.Language reviewPresent and past tensespresent simplepast simple3.We

28、 use the . to describe current or temporary situations: Petrol is getting more expensive by the week; Shes working in Poland on a fixed-term contract.4.We use the to describe life experiences, present results of past actions or announce news: The company has done well recently.Language reviewPresent

29、 and past tensespresent continuouspresent perfect1.In paragraph three, four and seven which tense is mainly used and why? Past simple, because these are completed actions which took place at a particular time in the past.2.Find examples of the present perfect in paragraphs eight and ten and say why

30、it is used? has complained, has been, have followed, have seen, has walked out.Language reviewPresent and past tensesADiscuss these questions about the article on page 32.3.In paragraph one, nine and eleven find one example of the present simple and say why it is used. is, does not believe, is The p

31、resent simple is used because these are situations which are generally true.Language reviewPresent and past tensesLanguage reviewPresent and past tensesBWrite an article on TOYS “R” US for a business magazine. Use the notes below, putting the verbs in brackets into appropriate tenses.VocabularyPrefi

32、xesAThe following words formed with a prefix are from the article on page 32: co-founder, renamed, underselling. Match the common prefixes from the box with the correct meaning below.overproduceultra-sophisticatedmisinterpretex-presidentout-votedeactivateco-founderundersellingrenamedtoo much better/

33、 more thanbadlyextremelyformeroppositewithtoo littleagainoveroutmisultraexdeco-underreVocabularyPrefixesBUnderline the odd one out in each group.1 under2 co3 re4 over5 mis6 out7 ultra8 ex9 deperform / rate / charge / profitproducer / worker / boss / authorlaunch / engineer / locate/ decidespend / es

34、timate/ supply / losemanage / judge / calculate / lookperform / bid / class / winefficient / cautious / modern /bigboss / director / employee / staffmerge / nationalize / regulate / growprofitbossdecideloselookwinbigstaffgrowVocabularyPrefixesBComplete the sentences with the correct form of the corr

35、ect word from Exercise B.Several sales staff . last year and didnt meet their targets.Smith and Turner were the two . of the report.We will . our products as soon as we have finished the modifications.We . the number of people who would buy our product in Asia.Because the company has been for years

36、we are close to bankruptcy.underperformedco-authorsrelaunchoverestimatedmismanagedVocabularyPrefixes6. They had to their rivals to take over the company.7. Our . factory has state-of-the-art machinery.8. My was impossible to work with so I left the company.9. Many state companies in Europe are being

37、 . outbidultra-modernex-bossdenationalizedSkillsNegotiatingAThree key skills in negotiating are.signalling (drawing attention to what youre about to say) checking understanding.summarising Study the examples of each in the Useful language box.Useful languageSignallingId like to make a suggestion. I

38、think we should leave this point and come back to it later.I want to ask a question.How are we going to payfor this?Checking understandingSorry, could you repeat that?Are you saying you dont havethat quantity in stock?So what youre saying is you willSummarisingCan we just summarize the points weve a

39、greed so far?Ok, so were agreed. Youll pay for delivery and get everything to us by the end of June.SkillsNegotiatingBNow read the negotiation between the Commercial Director of a car manufacturer and the General Manager of a business equipment firm. Underline any examples of signalling, checking un

40、derstanding or summarising. Special requirements? What do you mean exactly?(Checking understanding)Mmm, OK (Signalling)OK, so youre saying you will modify the car if we ask you to? (Checking understanding)Right then, lets see what weve got. (Summarising)Thats it. OK, lets talk about delivery now. (S

41、ignalling)SkillsNegotiatingC4.3 Listen to some expressions, which were used later in the same negotiation. Which ones are not examples of signalling, checking understanding or summarising?checking understandingsignalling-checking understandingsignallingsummarisingchecking understanding-So the answer

42、 is 3 and 8.4.3 mp3SkillsNegotiatingDRole play the following situation.An Italian shoe manufacturer has produced a new range of womens leather boots. A German retailer is considering placing an order for 250 pairs of each design. The Sales Manager and Chief Buyer negotiate the contract.Sales Manager

43、 turn to page 149. Chief Buyer turn to page 147. CASE STUDYCAMDEN FC4.4 Listen to an interview on Sportsline, a weekly television programme focussing on football. The presenter of the programme talks to a football manager about Camden Football Club. Take notes of the key points.Background: Camden FC

44、 CASE STUDYRecent performance in footballRecent performance in businessFootball success due toCommercial success due toOne lucrative source of incomeVery successful in UK and EuropeCommercially very successfulCristos Sroda, Manager, and his strategy of promoting younger players and buying some inter

45、national onesTV rightsSophie Legrange, Commercial Director, and her strategyof increasing profits through corporate hospitalitysponsorshipconferencesdiversification: travel agency, etc.4.4 mp3Current situation CASE STUDYInsurance companyUnited Media plc other activities potentiallarge audiences (adv

46、ertisers will be interested- not specially stated)Current sponsorship deal withPossible new deal with other income from United Medias interest in Camden due to United MediasKey factors in negotiations between Camden and United MediaCamden feel they are in a strong positionSome say Camden rely too mu

47、ch on their starPlayer, Paolo Rosetti. He is now 30, is unreliable, Has been getting bad publicity recently, and he hasPersonal problems.CAMDEN FCCASE STUDYTaskYou are members of the negotiating team of either:Camden FC (turn to page 147) or United Media plc (turn to page 154).1. Read your role card and prepare for the negotiation. Work out your objective